Goodpath · 1 day ago
B2B2C Growth Marketing Lead
United States
Full-time
Remote
Entry, Mid Level
$110K/yr - $130K/yr
2+ years expGoodpath is a company focused on improving health outcomes for its members. They are seeking a B2B2C Growth Marketing Lead who will be responsible for developing and executing marketing strategies for member enrollment, activation, and engagement across various channels.
Health CareMedicalWellness
Responsibilities
Develop the member marketing strategy across the full lifecycle: awareness, enrollment, onboarding, activation, engagement, and retention
Partner with customer success and strategic account teams to build co-branded campaigns that maximize enrollment within employer populations
Create annual and quarterly engagement plans with measurable goals
Design and launch multi-channel campaigns (email, SMS, in-app, webinars, direct mail, social, employer portals) for enrollment, health campaigns (e.g., Mental Health Month), and ongoing engagement
Translate clinical and product updates into member-friendly, employer-ready content: toolkits, webinars, newsletters, blog posts, and social content
Collaborate with creative, product, and analytics teams to deliver campaigns on time and at high quality
Build and optimize onboarding and activation journeys to ensure new members take key actions
Develop employer marketing toolkits for benefits teams to promote Goodpath services internally
Test and launch new engagement tactics like milestone campaigns, 'Did you know?' content, and in-app nudges
Analyze campaign performance, enrollment rates, and population or demographic trends to inform future strategies
Design and maintain dashboards to track activation, engagement, and retention over time
Use analytics to identify funnel drop-offs, segment populations, and design A/B tests for messaging, cadence, and channels
Regularly report insights to leadership and partners; recommend explore/expand strategies based on results
Qualification
Required
2+ years in member marketing, lifecycle marketing, or engagement marketing (B2B2C, digital health, HR tech, or benefits experience a plus)
Experience building multi-channel campaigns with proven impact on activation and retention
Strong writing and content strategy skills
Proficiency in marketing automation tools (e.g., Braze, HubSpot) and analytics platforms
Experience with data analysis; SQL skills and dashboarding experience a plus
Data-driven mindset with experience running A/B tests and reporting on KPIs
Comfort collaborating across customer success, product, growth, and employer teams
Strategic thinker who can execute independently
Preferred
Experience with employer benefit communications or health plan marketing
Familiarity with SMS, in-app, and direct mail channels
Benefits
Flexible PTO – we trust you to take the time you need
Equity – share in the growth you’re driving
Remote-first – work from where you’re most productive (or hybrid in Cambridge, MA)
Health, dental, and vision coverage
A mission-driven culture that celebrates impact
Opportunities to grow into leadership and strategy ownership
Company
Goodpath
Goodpath is a health and wellness marketplace that specializes in virtual whole-person care for chronic conditions.
11-50 employees
Funding
Current Stage
Early StageTotal Funding
$30.5MKey Investors
MassMutual VenturesGlobal Founders Capital
2025-09-11Series A· $18M
2022-07-01Seed· $5M
2021-02-27Seed· $3.5M
Leadership Team
Bill Gianoukos
CEO & CoFounder
Joe Bondi
Chief Technology Officer
Recent News
alleywatch.com
2025-10-03
2025-09-17
Company data provided by crunchbase